Consumers' busy lifestyles and the plethora of demands on their time, both at work and play, are proving draining to energy levels and a source of stress. With growing numbers of consumers reporting fatigue to be a general problem in their lives, they are increasingly open to and seeking solutions from within the food and drink markets that can help elevate their energy levels.
Scope
Detailed insights and analysis documenting the drivers and inhibitors of the market for energy boosting food and drink products
Analysis documenting the relative importance consumers place on tiredness/fatigue and energy shortfalls, and how this varies by socio-demographics.
Strategic conclusions combined with actionable recommendations for all industry players looking to fully capitalize on this growing segment
Countries covered: France, Germany, Italy, the Netherlands, Spain, Sweden, UK, US, Australia, Japan, South Korea, China, India, Brazil and Russia
Highlights
The concept of being full of life can also be an expression of energy levels. The fact that many respondents in Datamonitor's 2008 survey reported rarely or never feeling full of life (most acutely in the UK, Japan and Russia, where 73.6%, 71.0% and 68.0% respectively stated sometimes, rarely or never), is clearly indicative of a big energy deficit
Although the energy sector is expanding to encompass many fields, sport and keep fit continue to be a key area of focus for the market. Consumers are interested in maintaining fitness as a means to enhance wellbeing, and thus sports nutrition is a growth industry now encompassing sports bars as well as drinks that claim to enhance performance
Criticism of the high caffeine and sugar content of some energizers has led to use of healthier ingredients, including slow release boosters like fruit antioxidants and B vitamins, unlike the high and crash of caffeine/sugar laced products. This could attract a wider demographic, such as women, who generally demand healthier, more natural products
Reasons to Purchase
Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards energy boosting products
Market and product understanding: identify the key energy boosting innovation platforms and how best to leverage them going forward
Ideation: find inspiration for innovative formulations and product positioning which takes advantage of consumers' evolving preferences
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